To align with the typical property buyer’s journey, which often begins with online searches for suitable properties, digital transformation has become essential in the UK estate agency industry. More than seamlessly reaching prospective clients, the rise of the digital era has allowed Estate Agencies to cut back on expenses, increase their efficiency by automating and streamlining processes, and improve on data security.
In addition to a quality CRM system, what are the essential digital tools that Estate Agencies can employ to generate leads, enhance and streamline their operations and improve their ‘client experience’?
Here are our top five must-have digital tools for Estate Agents:
- Online project management
Project management software, like Trello or Asana, is designed to help companies and individuals track projects, tasks and schedules. The key value of this kind of software is its ability to bring structure to business operations. The software should be easy to use, with a logical interface. Choose software that can integrate seamlessly with other IT systems you use, such as your CRM software. The ideal software will have the facility to grow with your business and be adaptable to changing needs.
- Customer service integration
A chatbot is an entirely digital Virtual Assistant that can handle client inquiries, simulating conversation and answering questions, with the benefit of being on duty 24/7. For Estate Agents, this can mean answering questions about buying or selling properties or the sales process using artificial intelligence or pre-defined conversation scripts. Integrating your chatbot with your CRM (managed by your human Virtual Assistant) can enable seamless and consistent communication with customers across multiple channels, which include website, mobile, email and social media, etc. This integration allows the chatbot to access and update the customer data stored in your CRM system seamlessly.
- Social media content creation
Social media is an indispensable tool for modern estate agents. Platforms like Facebook, Instagram, and LinkedIn provide opportunities to generate leads, engage with clients and share listings. High-quality content has the potential to drive traffic, increase conversions, and build brand awareness. Online graphic design tools like Canva make creating quality visuals and videos in-house really easy. Canva can be integrated to directly post your designs to messaging apps and social media and messaging platforms like Facebook, Instagram or Pinterest.
- Advanced marketing analytics
There are many ways that data is useful to Estate Agents – from determining a suburb’s demographics to a specific property’s sales history to market trends. One very important aspect of data analytics – it is crucial to ensuring the success of digital marketing campaigns, including measuring the performance of social media, digital advertising and a company’s website. These analytics help to determine which areas of your marketing strategy are successful and which areas need more attention, allowing you to invest your marketing budget wisely.
- Virtual tour software
Virtual tours can help agents market properties more effectively by providing a more immersive and engaging experience for potential buyers. They offer convenience, flexibility and a 3-D view of a property before ever stepping foot inside it and are seen to be a valuable service for both buyers and sellers. As technology has evolved on the back of the Covid pandemic, the software to produce high-quality 3D tours, 360-degree panoramic views, and even virtual reality experiences have become readily available for Estate Agents to create their own virtual tours in-house. Despite the initial capital outlay required, this is a more cost-efficient approach in the longer term.
What are the benefits of utilising digital tools?
Two of the great benefits of using digital technology to expand and streamline business operations are consistency and accuracy. Here are three more key advantages to investing in the right digital tools:
- Increased efficiency:Automating saves time and money by streamlining repetitive tasks and improving accuracy. When you automate manual repetitive processes, you free yourself and your team from monotonous job tasks and allow them to focus on more important priorities.
- Optimal marketing strategies:The customer acquisition cost through digital marketing is lower than traditional marketing strategies mainly because Estate Agents can generate, and nurture leads through free or lower-cost channels like email or social media. This makes cost-effectiveness one of the most prominent advantages of analytics-optimised digital marketing.
- A competitive edge:Staying updated with the latest digital tools ensures Estate Agents can offer the best service and stay ahead of competitors.
The Estate Agency profession has changed significantly over the years and since Covid, digital technology has played a key role in its transformation. From using online project management tools to support a remote team to using AI enhanced analytics to ensure optimal marketing spend to implementing virtual reality technology for immersive property client viewing experiences, many UK Estate Agents are leveraging the use of cutting-edge digital tools to make their agencies more profitable and add value for their clients. This has given rise to the need to take on people who are technically savvy with specialist experience and know-how in best putting this technology to use.